Gamification: Part 1: Why is it important?
This week was pretty exciting! Many of us SIF’s had the opportunity to attend and present our work at the ribbon cutting ceremony! Andrew, Dr. Glover and I had the pleasure of showing off our Agisoft 3D modeling to President Becker–who seemed quite intrigued and impressed no less on the 4K screen. Thanks to everyone involved for a great start to our inevitable success at large-scale collaboration with this space!
I’d now like to continue discussing my ideas on civic engagement by introducing the concept of gamification. Next week I will go into some more depth and definitive applications!
Digitizing vast troves of information can be exciting and productive, but even this hypothetical method of exploring information can be taken yet another step forward towards a uniquely praxis approach by exploring ways of making the civic engagement with this data truly self-sustainable. I believe this can be achieved by integrating the database with social media, (which I will discuss at a later date), and aspects of gamification theory.
Huotari & Hamari (2012) define gamification as: “A process of enhancing a service with affordances for gameful experiences in order to support user’s overall value creation.” They then add that their definition explicitly highlights gamification as a goal—an attempt at creating gamified experiences—rather than simply being based on using game elements (Huotari & Hamari 2012: 3). The importance of this distinction is that no distinct set of defined game elements reliably produce a game experience—the end goal of producing a game in the first place. They then define the success of a gameful experience based on the voluntary engagement of the player carried out by having intrinsic motivation (Huotari & Hamari 2012: 3). Hamari revises the definition of gamification with this previous study in mind to present it within a useful context for the Phoenix collection: “A process of enhancing services with (motivational) affordances in order to invoke gameful experiences and further behavioral outcomes” (Hamari et al 2014: 1).
Applying gamification to the Phoenix database questions or generated data is essential to sustaining the community. What incentives exist for the stakeholders to continuously interact with the data? When stakeholders are given meta-ownership over their findings through authorship of the questions and community answers to questions beyond what the database presents—a merit system that can be further refined and quantified through symbolic awards of interaction is in place to promote active engagement in an online community (See Table 1).
Table 1: Examples of Gamification
Core service |
Enhancing service |
Gamified service |
Profile in LinkedIn |
Progress bar for measuring progress in filling personal details |
The enhancing service increases the perceived value of filling all details by invoking progress-related psychological biases. |
Café |
Mayorship competition in Foursquare |
The enhancing service creates a competition between customers where they have to visit the café frequently enough -> retention |
Dry cleaner |
Loyalty stamp card. You get 1 stamp for every visit |
The enhancing service invokes the psychological biases related to progress and thus increases the perceived value of using the same dry cleaner service. |
Gym |
Heya Heya |
Gym experience that sets goals and helps to monitor the progress of the training. |
Source: Huotari & Humari 2012: 4.
An incentive-based system of interaction can also further the interaction between academia and the public by offering quantifiable incentives to academics through system generated interaction ratings or statistics that can easily be attached to a curricular vitae to show public interaction and outreach. These ratings are achieved by overseeing discussions and quantifying the frequency at which public questions are answered and the publicly voted ratings of their interaction. This forces a degree of accountability and responsible interaction with the public that includes them within discussion frameworks, rather than excludes them and benefits both parties involved equally. In essence—the academic is paying for quantifiable scholarly capital by interacting with interested communities on the communities’ own terms.
Hamari, Juho, Jonna Koivisto and Harri Sarsa 2014 Does Gamification Work? — A Literature Review of Empirical Studies on Gamification. In Proceedings of the 47th Hawaii International Conference on System Sciences, Hawaii, USA. Huotari, Kai and Juho Hamari 2012 Defining Gamification – A Service Marketing Perspective. In Proceedings of the MindTrek Conference, Tampere, Finland.